Meet Federico, Entrepreneur in Residence
Federico joined Builders to build the cognitive engine that understands why stories resonate. He helped 20+ brands by moving beyond traditional marketing into social psychology and behavioral sciences.
Federico likes to investigate how users behave in social environments by relying on data, social cognition, and behavioural science.
Already as a teenager he created and managed many communities of over 100,000 members, and he saw how people organized around shared identity rather than individual posts. That early experience shaped a long-term interest in how online environments create a sense of belonging.
Over time, Federico’s focus shifted from platforms to people. He immersed himself in behavioral and social psychology, advising brands on why certain messages work instead of simply what to post. He worked with some of the most social-media-driven companies in Europe, helping them reach and engage millions of users. Federico likes to say that he doesn’t work with social media, he works with users.
The broader industry, however, still rewards volume over insight. Teams produce at high speed, guided by metrics that rarely reflect audience psychology. Federico is on a mission to address this gap: building tools that make content decisions more human-centered, data-driven, and psychologically informed.
